Marketing insurance products is no walk in the park. <\/p>\n\n\n\n
In a world of shiny apps, sexy cars and funky colas, insurance can seem a bit boring. Dealing with all things dull, unpleasant, and often, downright frightening. <\/p>\n\n\n\n
It\u2019s no surprise that the industry’s go-to move has been the \u201cscare\u201d strategy. Until recently, most campaigns used to paint grim possibilities and worst-case scenarios to coax and cajole the customer into buying insurance. <\/p>\n\n\n\n
Yet, there are two problems with this strategy. One is that when every insurer adopts the same strategy, none stand out. The second is that when insurers lean too hard on scare tactics, they appear manipulative, alienating the very audience they seek to target.<\/p>\n\n\n\n
So what could insurance companies do differently with their content and campaigns? Here are 4 broad strategies to think about.<\/p>\n\n\n\n
Well-crafted brand content in the insurance industry can serve as a tool for educating consumers. Take HDFC Ergo<\/a>, for example. Their videos are scripted like friendly advice, giving you the lowdown to make sensible decisions.<\/p>\n\n\n\n